In the era of non-fungible tokens (NFT), virtual Gucci sneaker drops, TikTok fashion shows, and, despite all the opportunities offered by the plethora of digital platforms, coffee table books are another channel that’s gaining ground through which to experience fashion. Plus, beautiful hardcover volumes are great decor accessories for our homes, the place where we now spend most of our time. With or without a cashmere throw.
The Pleasures of Real Life
Are physical photos and paper becoming the new collectibles, a counterpoint to those ethereal – and deletable – pixels?
The novelty of buying everything online seems less and less inviting. Necessity and practicality have replaced the thrill of the rare find on Etsy and Poshmark. Despite upscale retailers like Ssence and Net-a-Porter’s best efforts, truly luxurious shopping experiences are almost impossible to replicate via e-commerce. Have you ever tried to see the fine details in a pair of black pants on your phone? Couple that with the tedium of a new delivery, and there you have it: Fashion ennui…
Sure, it’s convenient, fast, and (somewhat) seamless. But, remember this, Chanel sells no clothing online. Just eyewear, fragrances, jewelry, skincare, and makeup.
Amazon, who trained us exceedingly well to order anything online on a whim and have it express-delivered the next day – Prime, anyone? –, is now toying with the idea of opening physical stores. Yes, like the good old department store! Because there is nothing faster than immediate delivery when you’re in the store. And returns are also greatly diminished when you know exactly what the fabric, colour and fit are when you’re able to purchase the item you have in your hands.
The timing is definitely ripe for craving the pleasures of real life.
The Touch Experience
Psychologists believe coffee table books serve a very specific purpose. According to an article published in Architectural Digest, Ph.D. Sally Augustin says that they are a reminder of the things we value. If we find the book meaningful, “Placing it on the coffee table is almost a quiet declaration of your unapologetic self.” Just like slipping into a pair of crystal-sole rainbow Triple S Balenciagas paired with a Gucci sequin skirt. Right?
Andrew McNally, Artistic Director of special events at LaSalle College’s International School of Fashion, Arts and Design, believes 2021 forced the fashion world to think otherwise. Instead of organizing a virtual fashion show, the graduating cohort of students enrolled in the fashion design program showcased their final projects in a spectacular 200-page hardcover book that easily compares to the ones published by major international fashion labels. It’s absolutely stunning!
“We were interested in exploring the concept of sustainability while creating a beautiful collectible book produced with the help of the very best professionals in our industry, from photographers to stylists to makeup artists.”
And for the more than 200 students, it was a golden opportunity to push their talent even further and to work in collaboration with local artists from the Montreal fashion community. A win-win situation for both students and style professionals, who were paid their regular fees for the project.
“The entire project was an intense collab that brought together the very best talents in Canadian fashion. We wanted to create a celebration and provide people with the tactile experience of paper. Even the cover of the book is a collage, which we’re seeing artists return to as a creative form.”
When asked if the concept of fashion shows to showcase collections is somewhat redundant and passé, McNally is quick to respond that students and the industry all love fashion shows. “They’re incredibly exciting and exhilarating because there’s so much happening, and everything unfolds so quickly. Obviously students want to be part of that experience. But the more platforms we can utilize to show the incredible work of these graduating designers, the better it is. So, of course, we still to complemented the book launch with Instagram and IGTV.”
The Future is (still) Omnichannel
Canadian superstar photographer Richard Bernardin, who shot some of the looks for the Signature book collection from College LaSalle, also had a pivotal print moment in 2021 when SRIIZ gallery had the original idea of offering an exclusive collector’s box set, bringing together photos from the last two decades of Bernardin’s prolific body of work.
The result is a deluxe oversized boxed set measuring two by three feet – even bigger than Sumo from Helmut Newton!—showcasing 25 limited-edition prints of Bernardin’s favourite fashion and portrait moments. Yes, each photo is sold individually from the box set. And once it’s gone, there are no reprints.
“I found it extraordinary that someone would want to showcase prints of my work,” says Bernardin. “Even if I have always presented my photos in print when meeting a new client. I’m very old school when It comes to my portfolio. I actually walk around with a custom 16 by 20 box with my prints. Every photo must be manipulated with the gloves I provide. The tactile feeling heightens the experience of seeing my work in real life. People are so used to seeing pixels now that being in contact with my prints creates a new energy with clients. Nine times out of 10 I get the job because I get to spend more time with them to tell them about who I am, and about the vision I have of fashion, of my work.”
For Bernardin, combining technologies is essential to moving forward. Despite the fact that he has a physical portfolio, he hasn’t shot analog in over 12 years. But he still enjoys sharing the tactile experience his work elicits when seen in real life. “It’s something that we see less and less, now. Instagram is an incredible tool, and my website is available 24/7. But meeting me in person, holding my prints in your hands, is a unique experience that you can’t have access to elsewhere. My signature can be analog or digital. The support with which I shoot is not really important. What really changes is how I am showing this work. How the audience is interacting with the content that’s physically presented to them, like in the case of this exhibit at SRIIZ gallery.”
Print might be something for creators and brands to keep in mind. Now that we have access to both IRL and virtual experiences in real time, maybe it’s time to incorporate this traditional yet current platform. Hey! Bought any vinyls lately?
